Hasta La Creative!

Packaged-goods marketers now spend more on digital than all forms of traditional advertising combined, according to a new study by Cadent Consulting Group. Yet the firm’s online survey of 600 brand marketers, retailers and shoppers finds the latter two groups give digital lower marks for effectiveness than any other marketing option something that could cap that growth in years ahead.

The survey also finds shopper marketing, long one of the hottest areas of CPG spending, has plateaued and even started to decline as a share of budgets.

Trade promotion remains the industry’s biggest marketing line items, accounting for 46.2% of spending, according to about 100 manufacturer respondents. But that’s down from more than 49% in 2012, and marketers project they’ll cut it further to around 43% in 2017.

Continue reading at AdAge.com

Today a spokesperson for Ogilvy & Mather confirmed that an account strategist in the Philippines died late last week due to complications from pneumonia.

Adweek received the following statement attributed to Ogilvy Philippines CEO Elly Puyat:

“It is with great sadness that we confirm the sudden passing of our colleague Mark Dehesa from complications leading to Pneumonia on Sunday February 19, 2017. Mark was a much loved and important member of our family in the Philippines, and our thoughts and prayers are with him, his family, and friends at this very difficult time.”

Mark Dehesa had been working as a brand strategist in the PR division of the agency’s Manila office for less than a year after holding accounts roles at area JWT, Publicis and BBDO operations.

According to a source identified as a former colleague of Dehesa’s, he worked until 4 AM on Thursday night/Friday morning preparing for an early meeting. This party tells us that he then stayed at the office until 9 that night before asking to be driven to the hospital while visibly shaking. He died two days later.

The agency declined to elaborate on the circumstances that preceded Dehesa’s death.

The very day he passed, this post from DDB copywriter Jeff Stelton got a lot of attention from agency employees in the area.

Stelton, who had worked with Dehesa in some capacity in the past, later added the edit to clarify that he was not attributing the tragedy to overwork at any agency including Ogilvy.

Many others also said their goodbyes on social media.

This news comes less than two months after Dentsu global CEO Tadashi Ishii resigned in the face of potential charges related to the 2015 suicide of an account manager who jumped to her death from the company dormitory. She had previously posted about abusive bosses on social media and claimed to have worked more than 100 hours of overtime in a single month.

Other recent deaths of young agency employees have been attributed to overwork—including those of Li Yuan of Ogilvy Beijing and Y&R Indonesia copywriter Mita Diran, who fell into a coma soon after sending this tweet.

30 hours of working and still going strooong.

— Mita Diran (@mitdoq) December 14, 2013

Both passed in 2013.

Acompanhando a relação do protagonista com sua identidade em três momentos da vida, filme constrói poderoso retrato sobre sexualidade, racismo e exclusão social

> LEIA MAIS: “Moonlight” é um impressionante estudo de personagem

The Washington Post drove Tricky Dick Nixon to resign. Will the nation’s newspaper also drive Don Trump from office? Time will tell. What we know now is the mainstream press is consistently under attack from a wannabe dick tater. Don Trump says the press is “an enemy.” The fact is he and his criminal syndicate […]

The post Democracy Dies In Darkness appeared first on AdPulp.

Are you down to pee with LGBT? As the Trump administration rescinds federal protections allowing transgender students to use bathrooms corresponding with their gender identity, the issue is likely to be decided on the state and local level–including in Texas, where GSD&M and Hollywood filmmaker Richard Linklater have banded together to give you “Taking a…

The co-author of “Governing Global Health” says she first read Ray Bradbury’s “Fahrenheit 451” in the seventh grade, and “it still makes me uncomfortable, even more so, decades later.”

On the Oscar broadcast, the message will be working together to overcome challenges. But these days, can even invoking unity be a risk for a brand?

Back in October, we learned that Droga5 had added The New York Times to its client roster and anticipated its first work would arrive in the coming months.

The agency’s first campaign for the client debuted today. In a word, it deals with “truth.”

Traditional news publications like The New York Times have, of course, struggled to meet revenue goals in recent years despite growing digital subscription totals. But fake news sites’ impact on the 2016 presidential election, the increased popularity of explicitly partisan outlets like Breitbart, and the new president’s unprecedented, oft-repeated scorn for media in general has given them a renewed sense of purpose. That’s the angle for Droga5’s new campaign, which tackles the complexities of arriving at a truth that “is hard to find” and the importance of making the journey to get there.

The New York Times is not alone in tackling the topic. The Washington Post recently launched a new “Democracy Dies in Darkness” slogan, and W+K’s ad for The Atlantic, starring Michael K. Williams, called on viewers to “Question Your Answers.”

A minimalist 30-second broadcast spot focuses on a series of statements starting with “The truth.”

“The truth is our nation is more divided than ever,” appears onscreen at the beginning of the ad, “The truth is alternative facts are just lies,” it continues. From there the sentence morphs in any number of ways, eventually becoming hard to follow along, until finally it arrives at “The truth is hard to find,” “The truth is hard to know” and “The truth is more important now than ever.”

The ad will make its broadcast debut during the Oscars on Sunday, marking The New York Times’ first broadcast spot since 2010.

The full campaign will also include a series of digital, social, print and OOH ads that similarly tackle the “truth” theme with minimalist displays designed to underscore the vital importance of independent journalism.
Droga5 and The New York Times launched the effort following research showing that many people don’t understand all the inherent difficulties journalists face in bringing stories to light.

“The campaign is in direct response to research administered by The Times that suggested that some people are not fully aware of how Times journalism is created,” the publication wrote in a release. “Specifically, the research found that some people do not realize all that goes into having reporters out in the field, in hard-to-reach places, covering complex topics.”

“At The Times, we have a 166-year history of an adherence to the highest standards in journalism and a sense of mission that propels our approach to how we cover the world,” added publisher Arthur Sulzberger, Jr.. “We are committed to properly resourced, tough-minded and independent journalism, delivered without fear or favor. In a world where there is so much uncertainty about what is real and what is fake news, we remain steadfastly committed to a search for the truth.”

(TrendHunter.com) The SAGA Interactive Gym is a program that has the potential to assuage parents’ concerns about the rising allure of technology-based play for their children. Rather than encouraging passivity…